Summary Physical copies of games are still in demand, use of video necessary to retain customers
TEMPE, Ariz: (AP) - A global leader in digital content delivery on Monday announced its first annual report, which explores global trends in consumer video gaming and the video game industry. The report identifies several key findings:
The report is based on responses from more than 1,000 global consumers ranging in demographics, gender, and education.
Physical Copies of Games are Still in Demand
Digital downloads make economic sense from the game studio
s perspective since no packaging, shipping, or physical returns are needed. However, even though consumers are increasingly downloading digital copies of games, they are also looking for physical copies at retail stores. The survey’s findings illustrate that a multi-channel strategy is likely to appeal to the broadest set of consumers.
When asked about their digital download experience:
Increasing Use of Video
Gamers are watching videos of others playing their current title of choice as well as posting videos of them playing, regardless of whether they are hardcore or casual gamers. In order to capitalize on this growing trend, gaming studios will need to more tightly integrate video-capture capabilities within the game platforms and explore how video impacts the overall game experience.
Half of all Gamers Prefer Casual Game Play
The rise of mobile platforms, along with the integration of games and social networks, has enabled casual games to appeal to a much broader audience, as these games can be started and stopped easily due to their lack of complicated story lines or controls. Half of consumers surveyed indicated that casual game play is their favorite type of game, while the rest identified more with hard-core gaming categories (first-person shooter, role-play, MMO, and Real-time Strategy).
Continued Game Expansion Strategy Keeps Customers
Regardless of the game genre, once a player is past the point of abandonment, that player becomes committed to their titles, looking for regular updates and new content. Almost 75 percent of respondents want updates at least once a year with almost half wanting updates at least once per month or more. To capitalize on this, game studios need to not only develop ongoing updates for their titles in all genres, but also, continue to provide fast downloads.
Second Screen Contributes to Gaming Experience
Though mobile is a growing platform, the survey found that mobile devices are not just for playing games. Game developers need to consider the second screen as they design their titles, whether it is an application allowing the user to control different elements of the game or synchronizing the gaming experiences between both screens so gamers can play across platforms.
With the high competition facing gaming studios, retaining gamers, regardless of genre-preference, is critical to a studio’s success, said Nigel Burmeister, vice president of product and solution marketing, Limelight Networks.
We found it particularly interesting that while gamers still enjoy the physical aspects of game shopping and ownership, they are looking for a digital experience that consists of frequent updates, fast downloads, and connectivity to fellow-gamers by way of video and social media. Providing high-performance experiences to gamers should be a number one priority for gaming studios to ensure they capitalize on all revenue opportunities and that their market share is retained.
